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TV Ad Campaign: Timeline
& Performance Measurement
TV Ad Campaign: Timeline & Performance Measurement
Advertising has changed from using print copy to TV commercials. People use TV advertising to enhance recall of the brand and emotionally connect with the audience. However, one cannot just start shooting a video and air it during prime time. A successful TV ad campaign calls for painstaking and thorough planning, exact creativity, as well as placement strategy.
Preparing a TV ad campaign normally takes a few weeks. This involves brainstorming ideas and scripting, shooting, and then editing the ad. With Vibrant Branding and Strategies however, we can ensure that you receive a fast tracked and tailored campaign that suits your objectives in a timely manner. Here, the process and its respective timelines have been outlined.
How long does it take to prepare a TV ad campaign?
Advertising your business on television gives you the chance of displaying whatever you’re offering on a grand stage to numerous individuals. If implemented properly, advertising your business will result in increasing your visibility which helps people know your brand, trust you, and build great relations with the target audience in Kolkata and other regions.
Unlike digital marketing, where you can target specific audiences, television advertisements get broad exposure. Brand messages can be relayed to a diverse range of people, from young working adults to elderly grandparents.
Strategic Planning & Market Research (2 to 4 weeks):
- Who the target audience are, competitors, and what position the brand should occupy in the market.
- The primary message of the campaign and its intended features and outcomes.
- Some other creative formats and angles of advertising that would be the most responsive to the target audience.
Concept Development & Scriptwriting (2-3 weeks):
- Coming up with innovative ideas and choosing the most useful one.
- Creating an engaging script that connects with the brand’s voice.
- Conducting preliminary storyboard planning of the advertisement.
Pre-Production (2-4 weeks):
- Casting actors, scouting locations, and scheduling the shoot.
- Crafting props, costumes, and set designs.
- Scheduling extensive rehearsals to prepare for smooth flow on production day.
Production (1-2 weeks):
- Filming the commercial and maintaining the sound and video quality.
- Taking multiple shots to get the best result.
- Working with a director and production team to achieve the originally intended purpose.
Post-Production (3-6 weeks):
- Editing the footage, working on graphics, voice overs, and soundtracks.
- Implementing different edits of the advertisement to achieve the required goal.
- Showing created advertisements to a focus group and measuring response to finalize the advertisement strategy.
Media Buying & Placement (2-4 weeks):
- Purchasing media space on the right channels at the correct times based on the target market.
- Signing contracts with the broadcasters and setting up the time period.
- Using previous data to put the ads in the most effective positions to reach the most audiences.
Is it possible to measure how well my TV Advertising campaign performed?
Certainly, the effectiveness of your TV Advertising campaign can be evaluated by looking at sales, traffic to your site, and engagement activities. Most Kakinada-based TV Advertising Agencies, like Vibrant Branding and Strategies, are equipped with systems to assess campaign effectiveness. Unlike in digital marketing where real time insights are available, here are some ways to measure advertisement effectiveness:
TRP (Television Rating Points):
- TRP measures advertisement reach and audience segmentation.
- High TRP helps in evaluating the effectiveness of the advertisement.
- Evaluating TRP ratings of different time slots to realize the most effective advertising period.
Brand Recall & Recognition Surveys:
- Implementing surveys to measure awareness during the campaign and after the advertisement is released.
- Customer analysis and recall of the advertisement and the brand.
- Focus groups and A/B testing different creatives for comparisons.
Want to maximize your marketing ROI? Our audit & consulting services help identify what’s working and what’s not.
Sales & Revenue Analysis:
- Monitoring sales and inquiries during advertisements to evaluate campaign effectiveness.
- Number analysis before and after the campaigns to measure revenues and campaign impact.
- Watching the purchase of certain services or products that have been advertised to see usage.
Website Traffic & Social Media Engagement:
- Observing the number of visits on the website, search queries, or mentions of the brand on social media to see the impact of the advertisement.
- Analyze how the TV advertisement translates to online engagement.
- Monitoring the number of posts and social media interactions to understand general buzz around the advertisement.
CTA Response:
- Response rates for the ad can be tracked easily if there is a CTA such as a phone number or website URL listed on the ad.
- Tracking conversions directly from the TV advertisement can be done by using dedicated landing pages or unique promo codes.
Building a TV advertisement campaign is one of the most meticulous endeavors that is also time-consuming, taking around 8 to 16 weeks to develop. All the effort put into these campaigns pays off when the audience is exposed to the advertisement. Auditing TV advertisements is deemed a difficult task, but a multitude of tools and techniques exist to help brands measure results and optimize future campaigns to achieve better performance. It is now possible for businesses to ensure that their TV advertising expenses are worthwhile after incorporating strategic planning, creativity, and business intelligence tech in the campaigns.
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